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Originally Posted by k_ajay Sam, I must appreciate the consistency of advertising that JBL does in India, via Auto Mags... I'm not sure if you know this, but even Sridhar really respects and appreciates the fact that JBL always advertises its brand, regularly, without missing a month, it really matters....
But what I'm trying to say is that not everyone buy such mags, that they can get to know about JBL. I buy a couple, navin has once said that he does not. So, you also need to consider alternate ways of advertising.... I understand that huge costs are involved with this reco, but I'm only suggesting ways in which more people get to know about quality brands, and buy them. If you takes a good look at this forum, you'd realise not many want to look beyond Sony and Pioneer for a HU.... Rarely a few opt for Kenwood or JVC... Why? Coz it solves the purpose spending just 6-9k instead of looking to spend upwards of 10k for an Alpine, Clarion or others... Another reason being, I haven't seen Alpine or Clarion spend as much for advertising... It does come out on Auto mags too, but consistently, I doubt....
Have you [JBL India] considered Billboard advertising or print advertising [newspapers along with mags]?? It has a wider reach, people invariably see them on roads or on paper everyday, and that could be a start towards bringing in that needed visibility... These auto mags say that a lotta cars are being sold every month, and when these people who view ads on billboards/newspapers could recollect the brand name when they go scouting for car audio equipment, they MIGHT try the brand, and I guess once they've heard it, they might go for it... The need here is to get the people to know about the brand and listen to the equipment... Like Gunbir said, people who come looking for a 3000 buck sub, can also end up buying a 13000 bucks sub..... My only question is, why won't it work for JBL or any other leading [quality] brands for that matter???
I know of late, a few have starter making recommendations and giving suggestions, its so easy to do so, but we're doing it so everyone understands these quality products and get access to them...
Navinji, no offense intended here... Just wanted quoted your preference, I hope you don't misunderstand..
Lastly, Sam... I like 2 things that Gunbir said... 1) <Crap sells> Well, this is so true and we all know that... 2) <That they are commited to quality car audio>.... I know for sure that you are tooo.... I've never missed seeing the JBL ad at the back of that ACI mag, every issue...
Now, who's inchage or Alpine in India???? |
Ajay, we're not Samsung and we never can be. Hell we cant even be Sony. At the end of the day, we know we sell performance parts and not everyone is interested in performance. As Navin said, advertising is a big black hole.
If you knew what money we pay to Autocar/ BBC top gear you would faint. lol
We have tried billboards in Bangalore (Hello, Bangalore boys, I'd like to know if you've seen them, or has the paisa gone down the drain) and I'm analysing the response.
That said, we have a large and huge team in India and we're doing our damndest to get JBL everywhere in India.
I'd like to say that Team JBL is doing a good job.
Dont forget that we're only selling JBL Car Audio in India, officially for a little over 2 years. And I agree, we're not even the 2nd or 3rd option. I agree we're only the option for those that know their music and their speakers. Also to the layman, we're not an option as we dont make MP3 players/CD PLayers. I swear if I hear the words "matching speakers" one more time I'll scream.
I've often said that one needs to find a balance between quality and commerce. I believe my team is on it's way there. With quality feedback from you guys and with our combined hardwork, we'll get there.(I hope...)
Honestly, you guys know me a few months, and you know how much I travel. And I'm just the brand director. (I used to be the business head of home audio, believe it or not) All I do is carry the flag boys, but there's exactly 55 people making sure that people in India know what it is that we sell. And I go around, training people, training salespeople, organising exhibitions.
We're a cult brand, JBL. The worlds most easily recognised speaker brand. The worlds oldest, biggest and baddest speaker company.
And yet people in India come to our stores and ask for UBL. (The exclamation mark over the J, sigh...)
It's tough boys, but as Navin put it, not long ago, it's a passion. It's what I love.
This is fun! You guys are the reason I'm in this business, honestly.
Thats why I use the force to do good. Because I'm a JBL jedi!
Chal buss, enough steam, enough cheese. God Bless Africa.